SMALL BUSINESS RESOURCES

MARKETING

CHANGES BY SMALL BUSINESSES IN CONTENT MARKETING STRATEGIES POST COVID

70% revised their targeting and messaging strategies 64% of marketers updated their editorial calendars 53% of the surveyed marketers changed their promotion and content distribution strategy 40% of content marketers have allotted more resources toward creating content for social media and online communities 31% of marketers have re-examined their customers’ journey 20% adjusted their Key Performance Indicators (KPIs) 14% of marketers updated their content marketing metrics, including setting up new analytics and dashboards

MARKETING TIPS

Develop a post-pandemic marketing message

Communicate regularly with customers

Identify key customers and consider a “niche focus”

Strengthen digital communications and online presence

Focus on social media

Measure the success of each promotional campaign or activity

Make SEO improvements — improve rankings, traffi c, click-throughs

Use technology to expand services — e-commerce, video, payment apps, etc.

SOCIAL MEDIA MATTERS

An analysis conducted by Visa says that 1 out of 4 online purchases is now made via social media interaction. Marketers expect a 66% increase in social media content creation.

RESOURCE: DIGITAL MARKETING GUIDE

The SBTDC’s Digital Marketing Guide is designed to help businesses get started with digital marketing. Topics include branding and messaging, websites, email marketing, social media and crafting a digital marketing plan. It also includes worksheets and other tools to help businesses through the process.

sbtdc.org/pdf/digitalmarketingguide.pdf

CUSTOMER SERVICE

BENEFITS OF GREAT CUSTOMER SERVICE

REDUCES CUSTOMER CHURN. According to Oracle, 89% of customers switched to a competitor brand after one negative customer experience.

INCREASES CUSTOMER LIFETIME VALUE (LTV). Highly engaged customers buy 90% more frequently, spend 60% more per transaction, and have 3 times the annual value compared to other customers.

DRIVES REVENUE GROWTH. Businesses that focus on improving their customer experience see an average 80% increase in revenue.

IMPROVES BRAND REPUTATION & WORD OF MOUTH.

Signifi cantly, 89% of people read online business reviews before they make a purchase, and 56% of customers would recommend a brand with excellent customer service to family and friends. BEST WAYS TO PROVIDE A GREAT CUSTOMER SERVICE EXPERIENCE IN 2022

1 Be responsive

2 Launch an omnichannel customer service strategy 3 Train staff to understand your products and services 4 Collect customer feedback 5 Invest in self-service tools 6 Reward customer loyalty 7 Personalize the customer experience 8 Equip your team with tools and software to help them work more effi ciently 9 Be transparent with customers 10 Use AI to automate tasks